Marketer Insights on How to Leverage Women’s Positive Attitudes about Finances, Economy, and Brand Loyalty in 2013 Emerge from Time Warner Cable Media Study

Time Warner Cable Media, the advertising sales division of Time Warner
Cable, today shared marketer insights on how to leverage the changing
attitudes, consumer confidence, and media consumption of two key female
demographics – Chief Family Officers (CFOs) and Girlfriends on the Go
(GOGs). Based on insights from more than 3,800 women across the country,
the new thought leadership study, conducted with IpsosMedia CT, found
that CFOs and GOGs share positive outlooks for 2013, compared with 2010,
in spite of concerns about the job market and healthcare. They also are
clamoring for more “me” time. For marketers to reach them with the right
message at the right time in the right way, they will need to take the
findings, including the differences based on attitude, behavior, and
geography that have emerged, into account for their campaigns.

“These two audience segments represented over $200 billion in spending
last year as key decision makers. We are looking to provide our
marketing partners with the subtle differences between the two in order
to help them connect with these audiences more effectively,” said Joan
Hogan Gillman, Executive Vice President of Time Warner Cable and
President of Time Warner Cable Media. “By incorporating these learnings,
our clients have more facts to inform their creative direction and media
placement to engage each of these segments.”

CFOs and GOGs, the focal points of the study, are two distinct
audiences. Having a median age of 38, about 50% of CFOs are married,
half have children, and more than half work. In addition to balancing
work, family, activities, health, and education, they are the primary
decision makers for smaller, day-to-day purchases. For big purchases
like cars and electronics, they share the decision making with a spouse
or significant other. They are technology savvy, but they may not own
the latest gadget. Overall, CFOs think through purchases in terms of
cost, product value, and brand name. While GOGs share similar attributes
when it comes to purchase decision making, name brands play a far more
important role when making a purchasing decision. GOGs also see
technology almost the same way they see fashion. They want the newest
and trendiest gadgets.

In spite of their differences, certain similar trends have emerged with
CFOs and GOGs since 2010. Among both groups, more feel that they are
doing an excellent job in managing their responsibilities than they were
two years ago, that their lives are more balanced between work, family,
and personal needs, and they are happier. In addition, they are almost
equally concerned about four key areas in 2013: job market, fuel costs,
healthcare, and education. Happiness aside, CFOs and GOGs continue to
look for more time for themselves, relying on analog methods to manage
their schedules.

Geography also plays a significant role in these differences. For
example, CFOs in Los Angeles are more likely to personally drive the
purchase of a new car than their counterparts in Ohio and Texas, who
share in the decision making. GOGs play a bigger personal role in car
buying in New York, but more GOGs in the Midwest and in the
West/Southwest share in the decision making. In addition, CFOs play a
more significant role in determining which fast-food or sit-down
restaurant they will visit for a meal when they live in New York or Los
Angeles; GOGs hold more sway over that decision in Texas.

When it comes to building brand trust, which is required before CFOs and
GOGs make a purchase, a combination of television and online marketing
is required to establish credibility depending on the audience. For
example, an Internet-only brand strategy may not effectively reach CFOs.
They rely on TV to validate a brand and are wary of information received
from the online channel alone.

“These findings represent an unprecedented opportunity for marketers
looking to connect with these audiences on behalf of their brands,”
added Ms. Hogan Gillman. “Marketers need to understand the distinct ways
that these two groups are living their lives and build their creative
platform around these rich insights. The knowledge we are gaining and
sharing makes the investment in this study extremely worthwhile.”

About Time Warner Cable

Time Warner Cable Inc. (NYSE: TWC) is among the largest providers of
video, high-speed data and voice services in the United States,
connecting more than 15 million customers to entertainment, information
and each other. Time Warner Cable Business Class offers data, video and
voice services to businesses of all sizes, cell tower backhaul services
to wireless carriers and, through its NaviSite subsidiary, managed and
outsourced information technology solutions and cloud services. Time
Warner Cable Media, the advertising arm of Time Warner Cable, offers
national, regional and local companies innovative advertising solutions.
More information about the services of Time Warner Cable is available at www.timewarnercable.com,
www.twcbc.com,
www.navisite.com,
and www.twcmedia.com.

About Ipsos MediaCT (U.S.)

Ipsos MediaCT is the market research specialization within Ipsos built
to reach, engage and more effectively understand today’s
digitally-driven consumer in the fast moving media, content and
technology space.

We work with leading companies in technology, entertainment and all
sectors of media – TV, online, print, mobile, outdoor, radio – helping
owners and advertisers to better understand different audiences, the
content they consume, the channels they use to consume it and the
technology they use to discover, talk about and access this content.

Ipsos MediaCT is a specialist division within Ipsos, one of the world’s
largest market research agencies. Ipsos has offices in 84 countries,
generating revenues of €1,363 billion (1.897 billion USD) in 2011.
Alongside media, content & technology, Ipsos has specialist practices in
advertising, loyalty, marketing and public opinion research.

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